Trip.com Group has released its latest report, Momentum 2025: Travel’s Next Big Trends, offering insights into the evolving travel landscape. Based on a survey of over 6,000 travellers across six Asia-Pacific markets, the report identifies key trends shaping the industry, including personalised travel experiences, niche tourism, and immersive cultural journeys.
Culinary experiences take centre stage
Food tourism is emerging as a dominant factor in travel decisions. According to Trip.com’s findings, 60% of users have searched for food-related content since early 2024. Popular experiences include food festivals (62%), hotel dining (60%), and street food tours (52%). Preferences vary by region, with Hong Kong and Singapore travellers favouring street food, while those from Japan and South Korea prioritise luxury hotel dining.
Gender and generational differences are also evident. Wine and beer tasting appeals more to male travellers, whereas women show a preference for cookery classes. Millennials, meanwhile, are drawn to interactive food art experiences. As a response to this rising demand, Trip.com’s Trip.Gourmet platform now provides access to over 50,000 restaurants across 300 cities, helping travellers plan gastronomic adventures.
Media-driven travel on the rise
Television and films are playing an increasingly influential role in travel choices, with 70% of surveyed travellers planning trips based on on-screen inspirations. Romantic comedies and adventure films have had a particular impact, with 72% of Millennials influenced by what they watch.
Malaysia has emerged as a hotspot for media-driven tourism, with 91% of travellers citing TV shows and films as key motivators. South Korea also shows strong engagement with entertainment-related travel, with 66% of respondents inspired by movies and television. Shows such as Culinary Class Wars and Thailand’s MasterChef have encouraged travellers to seek food-focused destinations.
Meanwhile, locations made famous by films continue to attract visitors. New Zealand’s landscapes, popularised by The Lord of the Rings, and Kyoto’s historic charm, frequently depicted in Japanese cinema, remain high on travellers’ lists.
Cruise tourism sees significant growth
Cruising is set to expand rapidly in 2025, with 44% of travellers prioritising onboard dining, 38% valuing all-inclusive packages, and 31% attracted to live entertainment. Destinations such as Tokyo, Jeju Island, and the Maldives are among the most sought-after for cruise holidays. Scenic views are a particular draw, especially among older travellers, with 62% of those aged 55–64 in Hong Kong citing them as a deciding factor.
Entertainment-led tourism gains momentum
Major events, including concerts and sports fixtures, are becoming central to travel plans. Following the success of Taylor Swift’s Eras Tour in 2024, 66% of travellers are now considering international trips for live performances.
Sports tourism is also expanding, with football, basketball, and Formula 1 among the most popular choices. Travellers are increasingly combining event attendance with cultural experiences, turning sporting and entertainment trips into immersive journeys.
Social media and tech-driven travel trends
Social media continues to shape travel decisions, with platforms such as TikTok influencing 45% of users. Tokyo and Bali are expected to remain among the most “Instagrammable” destinations, while Trip.com’s Trip Moments platform is fostering a growing community of social media-driven travellers.
Emerging travel micro-trends include stargazing getaways, underwater hotel stays, and AI-driven personalisation. Over 58% of travellers are already using AI for recommendations, with Trip.com leveraging tools such as Trip.Genie and Trip.Trends to refine travel planning.
The rise of AI, coupled with a growing focus on sustainability and cultural preservation, is expected to shape the future of travel, offering more meaningful and personalised experiences.
